Digital B2B Marketing

MAY 19, 2011

No demo, trial or consultative sales process can change this. Your prospect is doing their own research. Due to the rise of social media and user generated content, prospects can connect directly with customers, bypassing your careful selection of reference clients. Advertising isn’t the answer to your brand dilemmas.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Branding 100

Digital B2B Marketing

AUGUST 30, 2012

Study your personas and attempt to go through the research and buying process the way they do. If that is too hard… Ask Customers and Prospects for Feedback : Dropping your biases and putting yourself in their shoes is hard. Instead, go talk to them. Get their perspective on the market and on marketing.

ROI 100

ROI Autoresponders Advertising Agencies Correlation 100

Digital B2B Marketing

JUNE 14, 2012

Your content supports the sales process and effectively communicates the value of your solutions to prospects. Identifying where to focus your Stage Zero content efforts can be an unnatural process for marketers accustomed to focusing on the buying process. You are ready to take your content marketing to the next level.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

NOVEMBER 19, 2013

Depending on your sales cycle and process, that may be the number of sales qualified leads or value of pipeline opportunities. Of course, measuring all the way through the funnel and reporting on sales is ideal, but if you have a long sales process (and most B2B marketers do) you will need to focus initially on an intermediate step.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Ranking Lead Scoring 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Content that guides prospects looking to create a short list of solutions can be particularly effective in these programs. But you are still leaving money on the table. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

OCTOBER 11, 2012

As you help potential buyers through the process, they will become more familiar with you and your solutions as well, leading to an opportunity to make a sale. If you compete with Goldman Sachs and your prospect aspires to work with Goldman Sachs… yeah, that’s an uphill battle! Some companies are just companies.

B2B 100

B2B B2B Sales Advertising Agencies B2B Marketing 100

Digital B2B Marketing

MARCH 12, 2013

Instead, you put your trust in your outbound marketing and sales process. Illustrate your understanding of your prospect’s industry. Looking at most B2B marketing, the answer is clearly “no, you don’t.” ” You do not trust your content to tell your story, grow your audience or sell your solutions.

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

MAY 17, 2011

Ardath Albee has a great example of buyers driving the new research process in The Contagious Content Challenge. Your buyers will drive and control the research process. Demand creation activities must support the buying process on the buyers terms. Demand creation activities must support the buying process on the buyers terms.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content?

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? Any marketing that does not directly deliver contacts or move contacts through the purchase process in an observable way is not valued in this environment. Of course you do. This is about the perception each individual has about you.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Today, the situation has changed.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JUNE 2, 2011

Question: Would it be better if prospects where aware of your company when they started the research process? Question: Where is awareness most valuable in the buying cycle? Answer: Early stage research and creation of a consideration set. Answer: “Well, DUH!&#.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

OCTOBER 11, 2011

Companies embracing content marketing were able to provide unique value to clients and prospects. Soon, not offering content that supports the research and buying process may be the equivalent of not having a website, phone number or email contact for your business. Today, the situation has changed.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

JUNE 26, 2013

Rather than just focusing on short-term programs that quickly drive engagement (likely from those that were already well into the purchase process), recognize many contacts will not be ready to engage anytime soon, but will become valuable opportunities in the future. Active Prospects. Long-Term Nurture Programs.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. But as a prospect? Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. Let’s get right to the point.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

MAY 16, 2013

In today’s enterprises, there are catalysts, influencers and buying processes. Start by focusing on your prospective customer. Catering To The Average Prospect. Focusing On The Mythical Decision Dictator. There is no solitary decision maker. Today’s decision maker uses his or her authority as a veto, not a dictate.

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

DECEMBER 8, 2011

However, Hostgator likely didn’t consider the fact customers come to their homepage to login to their account, and did not add an optout pixel to the login process or on customer pages, an easy solution. You can control this by limiting the pages each network’s tracking pixels are placed on.

Ad Frequency 100

Ad Frequency Banner Ads Campaigns Opt-out 100

Digital B2B Marketing

MAY 5, 2011

Marketing needs to establish and build positive relationships with prospective customers. If you require someone to enter a stream of sales and marketing communications, then registration is confirming your determination to control their research process. Instead, it has turned despising you into a badge of honor.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

Digital B2B Marketing

SEPTEMBER 6, 2012

The question is, are you delivering convenience for your audience at every stage of the the buying process? Do you offer everything your prospect is looking for? In our personal lives, convenience is all around us and we expect it at every turn. Why B2B Marketing Must Be Convenient What does convenient marketing look like?

Work Management 100

Work Management Content Marketing Wikipedia Marketing Management 100

Digital B2B Marketing

JUNE 7, 2012

An approach and technology solution to managing communications with customers and prospects. A single definition, as an alternative to providing separate definitions for a “lead” at various stages of the sales process. Includes relatively simple systems like WordPress to complex systems running the largest sites.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

APRIL 6, 2011

For instance, w/B2Bs that need to generate mass 1:1 contacts, w/repeat customers (like FedEx or Staples) and don’t have a salesforce calling on prospects, then YES I concur that that is an example of a B2B that should absolutely embrace SM. All B2Bs are not created equal.

Social Marketing 100

Social Marketing B2B Marketing Enterprise Management B2B 100

Digital B2B Marketing

APRIL 5, 2012

Data that is provided explicitly by prospects, and more importantly, data that is provided implicitly through their engagement with your communications and content. Without followup communication, continued consumption of your content (or engagement) by your prospects will drop precipitously. Here are three things you can add today.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Profiling 100

Digital B2B Marketing

MAY 14, 2013

Your prospects’ needs don’t map to your quarterly communications plan. Consider the following statistics: 57% of the buying process happens before a buyer contacts sales. You are always available whenever a prospect is looking for you. You Always Focus On What Your Prospect Needs. Of course not!

B2B Marketing 100

B2B Marketing Campaigns Planning B2B 100

Digital B2B Marketing

JULY 19, 2011

Create a personalized dialogue with each prospect at every point in the sales process! It is designed to replace the conversation that once happened directly between sales and a potential new prospect. This sounds like a pitch for marketing automation. While the result is valuable, it is not a dialogue.

Automation 100

Automation Conversion Forrester Marketing Automation Services 100